Marketing

How Does Your Website Traffic Measure Up?

August 2, 2011 | Dennis O'Neil

Just like every market is different, every builder is different. This means how best to judge a successful campaign or online initiative will be different for every builder. Despite my best efforts to convince builders to compete against themselves when determining their success, most builders still ask, “So how am I doing compared to other […]

Why You Might be Wasting Your Time with Email Marketing.

June 24, 2011 | Dennis O'Neil

Its no secret I’m a big fan of what opportunities the mobile web presents for home builders. What I didn’t quite expect was a recent wake-up call on how closely email marketing is linked to mobile. We recently sent out an email promotion for an apartment management client. The day after the email went out […]

QR Codes. We Can Do SO Much Better.

April 19, 2011 | Dennis O'Neil

QR Codes seem to be all the talk these days, picking up a tremendous amount of steam in the last year especially. The companies that sell this free technology are making claims about how “QR Codes are the future”, “QR Codes are a ‘must-have’”, “QR Codes Saved my Life,” etc. If QR Codes are truly […]

My Mobile Real Estate Predictions for 2011

March 22, 2011 | Dennis O'Neil

Over the years I’ve written down a number of opinions about the mobile Internet and home builders. In 2008, I wrote Homebuilder Mobile Marketing with Google discussing the impact Google’s Android platform would have on mobile usage (now with the greatest market share). In 2009, I wrote about how Foursquare would impact mobile real estate marketing. […]

App, Schmap… Mobile Websites are Where its At! (sort of)

January 27, 2011 | Dennis O'Neil

The mobile Internet is still a young frontier for builders. While directories and large brokerages have invested in mobile apps beginning a couple years ago, most builders have just begun to dip their toe in the water. The benefit to a company with an “innovator/early adopter” approach to marketing technology is that, while they pay the occasional […]

A Facebook App for Home Builders

January 24, 2011 | Dennis O'Neil

It’s no secret the impact that Facebook is having on consumer behavior. In fact, in recent months, Facebook has risen into the top 5 referring sources of traffic for some of our clients’ websites. Despite this impact, many builders are still somewhat skeptical of Facebook’s role in the buying process, and I can sort of […]

Trying to Stand Out? Drop the Stock Photo Habit

January 18, 2011 | Dennis O'Neil

The first goal of any marketing effort is to gain someone’s attention. We can argue about whether or not this means the goal is to interupt someone, but no matter the direction, the goal is always to do something unique enough to get noticed, and then be heard. Let me be clear – stock photography […]

Ignore the Mobile Internet at Your Own Peril

January 12, 2011 | Dennis O'Neil

I’m not normally one for drama, but I’m not sure the message is really reaching the industry. In the past I’ve written about home builder mobile marketing and how to use Foursquare for real estate. Thankfully, a group called Mobile Future has put together a great “Did You Know?” type video with some sobering stats […]

Why Do Your Listings Look Like Everyone Else’s? Try a Social Listing

January 11, 2011 | Dennis O'Neil

Generally speaking, most builders, salespeople, and real estate brokers I speak with agree that the last thing the Internet needs is another home search directory. Each time a new directory is introduced, it creates a new burden for the builder (focus, monitoring, plus a new SEO competitor). Ask a consumer if the Internet needs another […]

Sorting Out the Hype. Putting it into a Plan.

September 16, 2010 | Dennis O'Neil

The huge number of online marketing options available creates a virtual cosmos of possible entry points. Builders are bombarded with messages about everything they have to start doing “right now!” Get a new website. Invest in search engine optimization. Spend money with Google AdWords. Do lots of follow-up with email marketing. Everyone’s on facebook. You […]

“90% of Home Shoppers, Blah, Blah, Blah…” Moving On.

September 10, 2010 | Dennis O'Neil

“More home shoppers start their search online than ever before.” “Over 90% of buyers use the Internet.” This is not news. This is not new information. The number of home shoppers who start their home search online has been above 80% for years. This is not news. Even early numbers in 2000 showed that 40% […]

What Makes Start-up’s Different from Traditional Business and Why You Should Think Like One.

July 13, 2010 | Dennis O'Neil

I am regularly amazed at how difficult some companies make it to business with them, or simply get a taste of their product or service. Traditional businesses are terrified a potential customer/client will find a way to take advantage of them; a way to skirt their beloved system and get something for free. They setup […]

Testimonials are Dead

May 9, 2010 | Dennis O'Neil

Testimonials rely on the concept of “social proof”; the idea that we look to others to help determine how we should behave. For this reason, testimonials are a powerful component of advertising. As with most things, overuse and abuse has diminished the effectiveness of the typical testimonial. Something more authentic is the only way to […]

Effective Communication with Social Media

March 22, 2010 | Dennis O'Neil

On March 9th, I had the pleasure of speaking to over 200 new home sales and real estate professionals at SMC SalesCamp. My assigned topic was “Effective Communication with Social Media.” The videos below contain my full presentation. In this presentation, I was able to introduce the concept of Lead Curation – Creating an environment conducive to […]

Want More Facebook Fans? Don’t Buy Them. Earn Them.

February 9, 2010 | Dennis O'Neil

I do not become your fan by clicking a button. The click merely affirms the work you’ve already done. If I’m a true fan of a business (not just in the Facebook sense), I am rooting for that business’s success. I’m an advocate for the product or service. I feel a sense of pride when […]

Marketing

How Does Your Website Traffic Measure Up?

Why You Might be Wasting Your Time with Email Marketing.

QR Codes. We Can Do SO Much Better.

My Mobile Real Estate Predictions for 2011

App, Schmap… Mobile Websites are Where its At! (sort of)

Trying to Stand Out? Drop the Stock Photo Habit

Ignore the Mobile Internet at Your Own Peril

Why Do Your Listings Look Like Everyone Else’s? Try a Social Listing

“90% of Home Shoppers, Blah, Blah, Blah…” Moving On.

What Makes Start-up’s Different from Traditional Business and Why You Should Think Like One.

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